Direct Mail Defined
Popular formats and when to use them
Digital communications are growing. Still, a tried-and-true strategy like direct mail has not only survived but has thrived. According to the Direct Marketing Association, over half of marketing expenditures in 2010 were for direct mail – more than $153 billion in total – which generated nearly $1.8 trillion in incremental sales.
Direct mail can come in all sizes, shapes, colors and concepts. Most fit into one of three formats, each with
their own distinct advantages.
Envelope Packages
This usually contains a letter and envelope, a brochure and a business reply card. This is the most commonly-used type of direct mail, and it typically delivers a higher response rate and better ROI than other formats.
A Checklist for Success
Whichever format you choose, the experts recommend asking yourself these questions:
- Do I have the right list? A poor mailing list will cause even the best direct mailer to fail.
- Am I making the right offer? Craft a well-defined offer that will appeal to your target audience.
- Am I making myself clear? The primary message and call-to-action should be obvious.
- Am I saying it in the right way? Do your message, copy and graphics complement each other – in a way that will stimulate readership and response?
- Am I making it as easy as possible to reply? Whether you want a response by mail, phone, email or website, make it easy for recipients to reach you.
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What makes it great? A letter can be long enough to explain complex concepts and include supporting features and benefits to help you make the sale. Think of an envelope package when you have multiple offers or a lot of explaining to do.
Self-Mailers
Self-mailers are usually very simple – typically, they’re just paper that’s printed on both sides, then folded and
sealed. Self-mailer advantages can be summed up in four words: cost, simplicity, space and flexibility.
The format’s simplicity means self-mailers can be affordable to design, produce and mail. Self-mailers provide
space for information, graphics and offers, including tear-off coupons, order forms or even business reply cards.
From a single sheet folded in half, to large sizes of unusual paper stocks folded in ingenious ways, you’re limited only by your budget and your imagination. This format works well for promoting a sale, contest, new product or event. Unlike an envelope package with multiple inserts, a self-mailer is easy to hand from person to person or office to office.
Postcards
Postcards are a lot like billboards. They’re great for delivering fast and simple messages at a single glance. At the same time, postcards carry enough space to deliver enough details to intrigue a prospect. Plus, they’re affordable to produce and mail.
Postcards are perfect for an announcement of a sale, a new product, an invitation to a grand opening, a thank-you card for a recent purchase or as a reminder to schedule an appointment.
Contact us at Allegra when you’re ready to launch your next direct mail campaign.